Be the show

Shared this observation with someone today. Thought I’d share it with you too:

People are getting better at turning out the commercial break.

They don’t watch commercial breaks. They watch things they want to watch, and don’t care how it gets to them.

• People don’t care about low-effort creative anymore. They used to, but user sophistication is way up, tooling is better, volume of content is way up, and they’ve seen it all before now. There’s just too much “OK” content out there. People are attracted to “Excellent”, tolerate “Good”, and ignore “OK”.
• Either be Excellent, consistently, or don’t show up.
• Excellent is compensated, be it in attention or brand deals or ad revenue or deal flow or whatever the creator wants. Consistent excellence gets you there.

“Consistent excellence”.

What can’t be achieved with “consistent excellence”?

And all you need in order to achieve that is to work on your craft until you’re great at it… then simply show up consistently.

You can do that, right?